Designed in London. Handcrafted in Italy. More than a bag — it’s a reminder to slow down, live fully, and carry only what truly matters.
MANIFESTO
AMAE (pronounced Ah-mae) is more than a brand; it’s a way of life. Rooted in the Japanese concept of amae—the desire to be cared for— each piece is meticulously curated with a perfect blend of Italian craftsmanship and modern design. Our creations are not mere accessories; they are companions to your daily adventures. Much like a room key to an exclusive hotel, each bag unlocks a new chapter in your life, one filled with elegance, comfort, and the finest quality.
At AMAE, we celebrate the dolce vita, where every moment is an invitation to pause, savor, and delight in the beauty of the world around us. The AMAE woman doesn’t rush through life; she moves with intention. For her, life is about living deeply, appreciating the present, and finding joy in the everyday.
AMAE is a reminder to slow down, trust yourself, and step into the life you want.
This is your key. Open the door. The journey is waiting.
THE CONCEPT
AMAE is built around the concept of intentional design, where each piece is crafted to reflect both beauty and functionality.
Our creation embodies this philosophy serving as a blank canvas for personal style. The bag itself is a durable, elegant net, and the separate pouches allow for endless customization.
With this, AMAE encourages slow fashion—offering pieces that evolve with you and provide more than just a passing trend. It’s about curating a collection that can evolve over time, tailored to your unique lifestyle.
BEHIND AMAE
It’s Giorgia and Stefania here, le ragazze.
We are two creative minds, whose friendship and shared dreams have brought AMAE to life. Moved by a deep appreciation for life’s beautiful moments, faraway travels and the glamour of eras past, we strive to make less but better.
Merging our two distinct worlds, each with its own perspective, we are united by a passion for design, craftsmanship, and storytelling.
Inspired by our Mediterranean roots, we wanted to focus on something slower, more considered, and more responsible; but where innovative and exciting design was still the driving force.